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Leading	
  on	
  Social	
  Pla.orms:	
  	
  
Guide	
  To	
  Smarter	
  Networking	
  in	
  a	
  Connected	
  World	
  
United	
  Way	
  Community	
  Leadership	
  Conference	
  
April,	
  2015	
  
	
  
Beth	
  Kanter	
  
Author,	
  Master	
  Trainer,	
  and	
  Speaker	
  	
  
Beth	
  Kanter:	
  	
  Master	
  Trainer,	
  Author,	
  	
  and	
  Blogger	
  
@kanter	
  
#uwclc	
  
#kanterclc	
  
bethkanter.wikispaces.com/uw-­‐clc	
  
h8p://teamcoco.com/video/linkedin-­‐11-­‐07-­‐2013	
  
	
  
VIDEO	
  
Leading on Social Platforms - Smarter Networking in a Connected World
Beth	
  
356,371	
  
Conan	
  
236,251	
  
Broadband	
  
Mobile	
  
Social	
  Networks	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
3	
  Digital	
  RevoluQons	
  
NGO	
  Photography	
  
Leading on Social Platforms - Smarter Networking in a Connected World
3	
  Digital	
  RevoluQons	
  Are	
  Changing	
  InsQtuQons	
  
OrganizaQonal	
  and	
  Individual	
  Networks	
  
If	
  you	
  can’t	
  fly	
  then	
  run,	
  if	
  you	
  can’t	
  run	
  then	
  walk,	
  if	
  you	
  can’t	
  
walk	
  then	
  crawl,	
  but	
  whatever	
  you	
  do	
  you	
  have	
  to	
  keep	
  
moving	
  forward.”	
  
CRAWL WALK RUN FLY
Where is your organization?
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Leader and
employees use
social but no
strategy
Ladder of
Engagement
Content Strategy
Informal Champions
Strategy, Socially
Engaged Leaders
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Networked Mindset
and Map
Culture Change
Brand on Social,
Not Leader or
Employees, no
champions online
Network Building – both
organization and
professional
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
Share	
  Pair:	
  	
  Where’s	
  Your	
  OrganizaQon	
  Now?	
  
•  Is	
  your	
  organizaLon	
  at	
  
crawl,	
  walk,	
  run,	
  or	
  fly?	
  	
  
•  What	
  do	
  you	
  need	
  to	
  do	
  
to	
  improve?	
  
•  Where	
  is	
  your	
  
organizaLon	
  when	
  it	
  
comes	
  to	
  using	
  staff	
  and	
  
leadership	
  as	
  champions	
  
on	
  social?	
  
Leadership	
  Profile	
  on	
  Social:	
  Benefits	
  
•  Expand	
  Reach	
  
•  More	
  Trust	
  
•  Less	
  Risk	
  
•  Flexibility	
  
•  Enhanced	
  Capacity	
  
	
  
	
  
Personal	
   Professional	
  
Private	
   Public	
  
Personal	
   Professional	
  
Private	
   Public	
  
Worlds	
  Collide:	
  IdenQty	
  and	
  Boundaries	
  Before	
  Social	
  Media	
  
Turtle	
  
•  Profile	
  locked	
  down	
  (or	
  not	
  present)	
  
•  Share	
  content	
  with	
  family	
  and	
  personal	
  friends	
  
•  Li8le	
  benefit	
  to	
  your	
  organizaLon/professional	
  
Jelly	
  Fish	
  
•  Profile	
  open	
  to	
  all	
  
•  Share	
  content	
  &	
  engage	
  frequently	
  with	
  li8le	
  censoring	
  
•  PotenLal	
  decrease	
  in	
  respect	
  
Chameleon	
  	
  
•  Profile	
  open,	
  curated	
  connecLons	
  
•  Engagement	
  Strategy:	
  	
  Purpose,	
  Audience,	
  Persona,	
  Tone	
  
•  Increased	
  thought	
  leadership	
  for	
  you	
  and	
  your	
  
organizaLon	
  
Based	
  on	
  “When	
  World’s	
  Collide”	
  	
  Nancy	
  Rothbard,	
  JusLn	
  Berg,	
  Arianne	
  Ollier-­‐Malaterre	
  (2013)	
  
What	
  Kind	
  of	
  Social	
  Animal	
  Are	
  You?	
  	
  
Purpose	
  	
   Audience	
  
Persona	
   Tone	
  
Leader	
  
Profile	
  
How	
  To	
  Be	
  A	
  Chameleon	
  	
  
Personal	
  Brand	
  in	
  Service	
  of	
  OrganizaQonal	
  Strategy	
  
Audience:	
  
Socially	
  engaged	
  public	
  
Audience:	
  
Journalists,	
  Diplomats,	
  and	
  
Influencers	
  
GOAL	
  
Engagement	
  
Support	
  
Personal	
  Brand	
  in	
  Service	
  of	
  OrganizaQonal	
  Strategy	
  
Amplifying	
  and	
  Extending	
  Brand	
  Reach	
  
GOAL	
  
Advocacy	
  
OrganizaQonal	
  VS	
  Leader	
  Voice	
  
Target	
  Different	
  Audiences	
  
Audience:	
  
Supporters,	
  Donors,	
  
Advocates	
  
Audience:	
  
Influencers,	
  
Journalists,	
  Policy	
  
Makers,	
  World	
  
Leaders	
  
Leading on Social Platforms - Smarter Networking in a Connected World
Share	
  Pair	
  
•  What	
  are	
  the	
  key	
  objecLves	
  
of	
  your	
  organizaLon’s	
  use	
  of	
  
social	
  media	
  and	
  target	
  
audiences?	
  	
  
	
  
	
  
•  What	
  objecLve(s)	
  and	
  target	
  
audience(s)	
  best	
  align	
  with	
  
your	
  social	
  leadership	
  
profile?	
  
“Be	
  yourself	
  because	
  everyone	
  
else	
  is	
  already	
  taken.”	
  	
  	
  
	
  	
  
-­‐	
  Oscar	
  Wilde	
  
Take	
  A	
  Quiet	
  Minute	
  To	
  Uncover	
  Your	
  AuthenQc	
  Brand	
  
• What’s	
  your	
  super	
  
power?	
  
• What	
  do	
  people	
  
frequently	
  praise	
  
you	
  for?	
  
• What	
  makes	
  the	
  
way	
  you	
  achieve	
  
results	
  unique?	
  
• What	
  energizes	
  
you?	
  	
  
	
  
 Your	
  Social	
  Profile	
  Is	
  An	
  Elevator	
  Pitch!	
  	
  
Your	
  Social	
  Elevator	
  Speech	
  
•  What	
  is	
  your	
  experLse?	
  
•  Why	
  should	
  someone	
  
follow	
  you?	
  
•  What	
  hashtags	
  or	
  
keywords	
  do	
  you	
  want	
  
to	
  be	
  associated	
  with?	
  
•  Visual:	
  What	
  cover	
  and	
  
profile	
  	
  image	
  conveys	
  
your	
  personal	
  brand?	
  
	
  
Your	
  Social	
  Elevator	
  Speech	
  
Your	
  Social	
  Profile	
  
•  What	
  is	
  your	
  experLse?	
  
•  Why	
  should	
  someone	
  follow	
  
you?	
  
•  What	
  hashtags	
  or	
  keywords	
  do	
  
you	
  want	
  to	
  be	
  associated	
  with?	
  
•  Visual:	
  What	
  cover	
  and	
  profile	
  	
  
image	
  conveys	
  your	
  personal	
  
brand?	
  
	
  
Three	
  AuthenQc	
  Leadership	
  Styles	
  
1:	
  STORYTELLER	
   2:	
  CURATOR	
  
3:	
  NETWORKER	
  
THE	
  STORYTELLER	
  
• Be	
  visual	
  
• InspiraLonal	
  Quote	
  
• Something	
  Funny	
  
• Timely	
  
• QuesLons	
  
Overcoming	
  Writer’s	
  Block	
  on	
  Twicer	
  
Seek
	
  
	
  
Sense	
   Share	
  
THE	
  CURATOR	
  
Uses	
  Twi8er	
  to	
  support	
  
organizaLon’s	
  mission	
  	
  as	
  a	
  
biparLsan	
  advocacy	
  
organizaLon	
  dedicated	
  to	
  
making	
  children	
  and	
  families	
  a	
  
priority	
  in	
  federal	
  policy	
  and	
  
budget	
  decisions.	
  	
  
SEEK	
   SENSE	
   SHARE	
  
Finds	
  and	
  vets	
  key	
  blogs	
  and	
  
Twi8er	
  lists	
  in	
  each	
  issue	
  
area	
  
	
  
Scans	
  and	
  reads	
  every	
  
morning	
  and	
  picks	
  out	
  best,	
  
writes	
  tweets,	
  and	
  schedules	
  
	
  
Taps	
  into	
  personally	
  selected	
  
list	
  of	
  expert	
  sources	
  and	
  
seeks	
  new	
  sources	
  
	
  
Summarizes	
  arLcle	
  in	
  a	
  
tweet,	
  adds	
  hashtags,	
  credits	
  
sources	
  
	
  
Writes	
  blog	
  posts	
  using	
  
mulLple	
  links	
  shared	
  on	
  
Twi8er	
  
	
  
Feeds	
  his	
  network	
  with	
  
quality	
  and	
  personalized	
  
content	
  
Engages	
  with	
  aligned	
  
partners	
  and	
  target	
  audience	
  
	
  
Leads	
  conversaLons	
  
	
  
Recommends	
  other	
  experts,	
  
sources,	
  and	
  arLcles	
  
	
  
Credits	
  sources	
  
Bruce’s	
  Work	
  Flow	
  and	
  Tools	
  
Twicer	
  Lists	
  and	
  Hashtags	
  
NETWORKER	
  
“You	
  are	
  not	
  ever	
  a	
  genius	
  all	
  by	
  yourself.	
  	
  
Your	
  ideas	
  are	
  a	
  funcLon	
  of	
  the	
  people	
  	
  
you	
  are	
  connected	
  with…”	
  	
  
–	
  Carol	
  Dweck,	
  Author,	
  Mindset	
  
Engaging	
  and	
  Building	
  Your	
  Network	
  On	
  Social	
  
•  Event	
  Engagement:	
  Open	
  Forum	
  at	
  
a	
  parLcular	
  Lme	
  and	
  place	
  
•  ParQcipatory	
  Engagement:	
  	
  Invites	
  
comments	
  and	
  discussion	
  on	
  posts	
  
•  Personal	
  Engagement:	
  	
  One-­‐on-­‐one	
  
responses	
  to	
  followers	
  
Leveraging	
  Your	
  Professional	
  Network:	
  Strong	
  Ties	
  
Based	
  on	
  Rob	
  Cross	
  and	
  Robert	
  Thomas	
  “A	
  Smarter	
  Way	
  To	
  Network”	
  
1	
  
Analyze	
  
2	
  
De-­‐Layer	
  
3	
  
Diversity	
  
4	
  
Capitalize	
  
Leveraging	
  Your	
  Professional	
  Network:	
  	
  Weak	
  Ties	
  
•  Social	
  media	
  can	
  speed	
  your	
  
connecLons	
  to	
  the	
  right	
  
people	
  and	
  help	
  you	
  maintain	
  
relaLonships	
  over	
  Lme	
  
consistently.	
  
•  Strategic	
  connecLons	
  
•  Favor	
  test	
  and	
  other	
  ways	
  to	
  
set	
  limits	
  on	
  accessibility	
  and	
  
who	
  you	
  respond	
  to	
  
•  Kondo	
  your	
  connecLons	
  
	
  
•  Online	
  Rolodex	
  
•  Pre-­‐Event	
  ConnecLon	
  
•  Growing	
  Your	
  Network	
  
•  ReconnecLng	
  	
  
Tips	
  for	
  Geeng	
  Started	
  and	
  Being	
  Efficient	
  
•  Align	
  Strategy	
  and	
  Policy	
  
•  Tutorials	
  
•  Talk	
  to	
  Peers	
  
•  Feed	
  and	
  Tune	
  
•  Found	
  Time	
  
•  Team	
  Support	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Share	
  Pair:	
  	
  Leadership	
  Style	
  
• What	
  is	
  your	
  
preferred	
  leadership	
  
style	
  on	
  social?	
  	
  
• What	
  support	
  do	
  you	
  
need	
  to	
  develop	
  and	
  
implement	
  your	
  
strategy?	
  
I	
  have	
  work	
  to	
  do!	
   Can	
  finally	
  tweet	
  about	
  our	
  
programs	
  	
  from	
  my	
  personal	
  
account!	
  	
  
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
Social Media Policy – All Staff Participate
h8p://www.bethkanter.org/staff-­‐guidelines/	
  
@rdearborn works an organization
conservation organization and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
Staff	
  Champions	
  Increase	
  Capacity	
  
RWJF:	
  	
  	
  FoundaQon	
  Strategy	
  
“We	
  believe	
  that	
  striving	
  
toward	
  a	
  culture	
  of	
  health	
  
will	
  help	
  us	
  realize	
  our	
  
mission	
  to	
  improve	
  health	
  
and	
  health	
  care	
  for	
  all	
  
Americans.	
  ”	
  
GOALS	
  
Inform	
  
Behavior	
  Change	
  
Audience:	
  
Grantees,	
  Policy	
  Makers,	
  
Researchers,	
  PracQQoners	
  
Socially-­‐Engaged	
  Staff	
  Support	
  Strategy	
  
Audience:	
  
Specific	
  content	
  areas	
  and	
  
communiQes	
  
Summary	
  
•  Success	
  happens	
  by	
  taking	
  the	
  right	
  incremental	
  
step	
  to	
  get	
  to	
  the	
  next	
  level,	
  but	
  keep	
  moving	
  
forward	
  
•  Embrace	
  your	
  authenLc	
  social	
  leadership	
  style	
  
and	
  lead	
  by	
  example	
  
•  Staff	
  can	
  be	
  great	
  champions	
  if	
  they	
  allowed	
  to	
  
leverage	
  their	
  personal	
  passion	
  in	
  service	
  if	
  your	
  
strategy	
  and	
  mission	
  –	
  provide	
  the	
  training	
  and	
  
guidelines	
  to	
  support	
  your	
  strategy	
  
Thank	
  you!	
  
www.bethkanter.org	
  
www.facebook.com/beth.kanter.blog	
  
@kanter	
  on	
  Twi8er	
  
	
  
Resources:	
  bethkanter.wikispaces.com/uw-­‐clc	
  

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Leading on Social Platforms - Smarter Networking in a Connected World

  • 1.   Leading  on  Social  Pla.orms:     Guide  To  Smarter  Networking  in  a  Connected  World   United  Way  Community  Leadership  Conference   April,  2015     Beth  Kanter   Author,  Master  Trainer,  and  Speaker    
  • 2. Beth  Kanter:    Master  Trainer,  Author,    and  Blogger   @kanter   #uwclc   #kanterclc   bethkanter.wikispaces.com/uw-­‐clc  
  • 5. Beth   356,371   Conan   236,251  
  • 6. Broadband   Mobile   Social  Networks                     3  Digital  RevoluQons   NGO  Photography  
  • 8. 3  Digital  RevoluQons  Are  Changing  InsQtuQons  
  • 10. If  you  can’t  fly  then  run,  if  you  can’t  run  then  walk,  if  you  can’t   walk  then  crawl,  but  whatever  you  do  you  have  to  keep   moving  forward.”  
  • 11. CRAWL WALK RUN FLY Where is your organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Leader and employees use social but no strategy Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Best Practices Measurement and learning in all above Communications Strategy Development Networked Mindset and Map Culture Change Brand on Social, Not Leader or Employees, no champions online Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  • 12. Share  Pair:    Where’s  Your  OrganizaQon  Now?   •  Is  your  organizaLon  at   crawl,  walk,  run,  or  fly?     •  What  do  you  need  to  do   to  improve?   •  Where  is  your   organizaLon  when  it   comes  to  using  staff  and   leadership  as  champions   on  social?  
  • 13. Leadership  Profile  on  Social:  Benefits   •  Expand  Reach   •  More  Trust   •  Less  Risk   •  Flexibility   •  Enhanced  Capacity      
  • 14. Personal   Professional   Private   Public   Personal   Professional   Private   Public   Worlds  Collide:  IdenQty  and  Boundaries  Before  Social  Media  
  • 15. Turtle   •  Profile  locked  down  (or  not  present)   •  Share  content  with  family  and  personal  friends   •  Li8le  benefit  to  your  organizaLon/professional   Jelly  Fish   •  Profile  open  to  all   •  Share  content  &  engage  frequently  with  li8le  censoring   •  PotenLal  decrease  in  respect   Chameleon     •  Profile  open,  curated  connecLons   •  Engagement  Strategy:    Purpose,  Audience,  Persona,  Tone   •  Increased  thought  leadership  for  you  and  your   organizaLon   Based  on  “When  World’s  Collide”    Nancy  Rothbard,  JusLn  Berg,  Arianne  Ollier-­‐Malaterre  (2013)   What  Kind  of  Social  Animal  Are  You?    
  • 16. Purpose     Audience   Persona   Tone   Leader   Profile   How  To  Be  A  Chameleon    
  • 17. Personal  Brand  in  Service  of  OrganizaQonal  Strategy   Audience:   Socially  engaged  public   Audience:   Journalists,  Diplomats,  and   Influencers   GOAL   Engagement   Support  
  • 18. Personal  Brand  in  Service  of  OrganizaQonal  Strategy  
  • 19. Amplifying  and  Extending  Brand  Reach   GOAL   Advocacy  
  • 21. Target  Different  Audiences   Audience:   Supporters,  Donors,   Advocates  
  • 22. Audience:   Influencers,   Journalists,  Policy   Makers,  World   Leaders  
  • 24. Share  Pair   •  What  are  the  key  objecLves   of  your  organizaLon’s  use  of   social  media  and  target   audiences?         •  What  objecLve(s)  and  target   audience(s)  best  align  with   your  social  leadership   profile?  
  • 25. “Be  yourself  because  everyone   else  is  already  taken.”           -­‐  Oscar  Wilde  
  • 26. Take  A  Quiet  Minute  To  Uncover  Your  AuthenQc  Brand   • What’s  your  super   power?   • What  do  people   frequently  praise   you  for?   • What  makes  the   way  you  achieve   results  unique?   • What  energizes   you?      
  • 27.  Your  Social  Profile  Is  An  Elevator  Pitch!    
  • 28. Your  Social  Elevator  Speech   •  What  is  your  experLse?   •  Why  should  someone   follow  you?   •  What  hashtags  or   keywords  do  you  want   to  be  associated  with?   •  Visual:  What  cover  and   profile    image  conveys   your  personal  brand?    
  • 30. Your  Social  Profile   •  What  is  your  experLse?   •  Why  should  someone  follow   you?   •  What  hashtags  or  keywords  do   you  want  to  be  associated  with?   •  Visual:  What  cover  and  profile     image  conveys  your  personal   brand?    
  • 31. Three  AuthenQc  Leadership  Styles   1:  STORYTELLER   2:  CURATOR   3:  NETWORKER  
  • 33. • Be  visual   • InspiraLonal  Quote   • Something  Funny   • Timely   • QuesLons   Overcoming  Writer’s  Block  on  Twicer  
  • 34. Seek     Sense   Share   THE  CURATOR  
  • 35. Uses  Twi8er  to  support   organizaLon’s  mission    as  a   biparLsan  advocacy   organizaLon  dedicated  to   making  children  and  families  a   priority  in  federal  policy  and   budget  decisions.    
  • 36. SEEK   SENSE   SHARE   Finds  and  vets  key  blogs  and   Twi8er  lists  in  each  issue   area     Scans  and  reads  every   morning  and  picks  out  best,   writes  tweets,  and  schedules     Taps  into  personally  selected   list  of  expert  sources  and   seeks  new  sources     Summarizes  arLcle  in  a   tweet,  adds  hashtags,  credits   sources     Writes  blog  posts  using   mulLple  links  shared  on   Twi8er     Feeds  his  network  with   quality  and  personalized   content   Engages  with  aligned   partners  and  target  audience     Leads  conversaLons     Recommends  other  experts,   sources,  and  arLcles     Credits  sources   Bruce’s  Work  Flow  and  Tools  
  • 37. Twicer  Lists  and  Hashtags  
  • 38. NETWORKER   “You  are  not  ever  a  genius  all  by  yourself.     Your  ideas  are  a  funcLon  of  the  people     you  are  connected  with…”     –  Carol  Dweck,  Author,  Mindset  
  • 39. Engaging  and  Building  Your  Network  On  Social   •  Event  Engagement:  Open  Forum  at   a  parLcular  Lme  and  place   •  ParQcipatory  Engagement:    Invites   comments  and  discussion  on  posts   •  Personal  Engagement:    One-­‐on-­‐one   responses  to  followers  
  • 40. Leveraging  Your  Professional  Network:  Strong  Ties   Based  on  Rob  Cross  and  Robert  Thomas  “A  Smarter  Way  To  Network”   1   Analyze   2   De-­‐Layer   3   Diversity   4   Capitalize  
  • 41. Leveraging  Your  Professional  Network:    Weak  Ties   •  Social  media  can  speed  your   connecLons  to  the  right   people  and  help  you  maintain   relaLonships  over  Lme   consistently.   •  Strategic  connecLons   •  Favor  test  and  other  ways  to   set  limits  on  accessibility  and   who  you  respond  to   •  Kondo  your  connecLons     •  Online  Rolodex   •  Pre-­‐Event  ConnecLon   •  Growing  Your  Network   •  ReconnecLng    
  • 42. Tips  for  Geeng  Started  and  Being  Efficient   •  Align  Strategy  and  Policy   •  Tutorials   •  Talk  to  Peers   •  Feed  and  Tune   •  Found  Time   •  Team  Support                
  • 43. Share  Pair:    Leadership  Style   • What  is  your   preferred  leadership   style  on  social?     • What  support  do  you   need  to  develop  and   implement  your   strategy?  
  • 44. I  have  work  to  do!   Can  finally  tweet  about  our   programs    from  my  personal   account!     SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
  • 45. Social Media Policy – All Staff Participate h8p://www.bethkanter.org/staff-­‐guidelines/  
  • 46. @rdearborn works an organization conservation organization and she LOVES sharks. Leverage Staff Personal Passion In Service of Mission
  • 48. RWJF:      FoundaQon  Strategy   “We  believe  that  striving   toward  a  culture  of  health   will  help  us  realize  our   mission  to  improve  health   and  health  care  for  all   Americans.  ”   GOALS   Inform   Behavior  Change   Audience:   Grantees,  Policy  Makers,   Researchers,  PracQQoners  
  • 49. Socially-­‐Engaged  Staff  Support  Strategy   Audience:   Specific  content  areas  and   communiQes  
  • 50. Summary   •  Success  happens  by  taking  the  right  incremental   step  to  get  to  the  next  level,  but  keep  moving   forward   •  Embrace  your  authenLc  social  leadership  style   and  lead  by  example   •  Staff  can  be  great  champions  if  they  allowed  to   leverage  their  personal  passion  in  service  if  your   strategy  and  mission  –  provide  the  training  and   guidelines  to  support  your  strategy  
  • 51. Thank  you!   www.bethkanter.org   www.facebook.com/beth.kanter.blog   @kanter  on  Twi8er     Resources:  bethkanter.wikispaces.com/uw-­‐clc